What should drug companies do to build consumer trust?

All those pens, mugs and other paraphernalia blazed with names of drug companies will soon be gone from the office of doctors. A lobbying group representing major drug companies has decided to stop leaving these as mementos of drug company representatives' visits, to reduce the appearance that drug companies unduly influence medical professionals.

The American Medical Association and the Medical Society of New Jersey have praised the move but want the drug companies to do more to build trust and credibility. Do you agree? What should drug companies do to build consumer trust?